Advertising management method and system

ABSTRACT

System and method for managing distribution of content such as television programs to portable multi-media devices which are capable of using such content and communicating includes a broadcast management system arranged to manage delivery of content from content sources to the devices, an account management system arranged to manage requests for use of the content from the devices and manage communications to and from the devices, and a processor coupled to the account management system and arranged to analyze requests to use content relative to information about users of the devices in order to determine whether use of the content by the users can be sponsored. If so, an advertisement is delivered to that user&#39;s device and the device presents the advertisement to the user as a condition for use of the content.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No. 12/080,124, filed on Apr. 1, 2008, which in turn claims priority to U.S. Provisional Patent Application Ser. No. 60/931,398 filed May 22, 2007, which are expressly incorporated by reference herein in their entirety.

FIELD OF THE INVENTION

The present invention relates to an advertising management method and system for delivering advertisements to mobile multi-media devices of subscribers.

BACKGROUND INFORMATION

The popularity of mobile multi-media devices including telephones has enabled their use, along with related infrastructure, as a media for providing mobile marketing and advertising, i.e., delivering advertisements, to the users of the devices. This is important because such a concept is considered by advertisers as the next new channel to directly reach consumers since it utilizes core assets and characteristics of the mobile media, namely, it is personal in that it is directed solely to individual consumers, it is “always on” and can reach the consumers whenever they access their communications devices, it is mobile and naturally forms groups of people who communicate actively with each other. These characteristics combined with social networks-based approaches of the Internet could form a very powerful base to execute marketing strategies.

In general, mobile marketing and advertising can be divided into the following four categories: mobile marketing, mobile advertising, mobile direct marketing and mobile customer relations management (CRM). The present invention in any of its forms discussed above is applicable to all categories.

Mobile marketing is commonly considered as the systematic planning, implementing and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products or services where the primary point of contact with the consumer is via their mobile device.

Mobile advertising is commonly considered as the paid, public, non-personal announcement of a persuasive message by an identified sponsor as well as the non-personal presentation or promotion by a firm of its products to its existing and potential customers where such communication is delivered to a mobile multi-media device, mobile telephone or other mobile device. Examples of mobile advertising include, but are not limited to: Wireless Application Protocol (WAP) Banner ads, mobile search advertising, mobile video bumpers, and interstitial ads in or on device portals.

Mobile direct marketing is commonly considered a sales and promotion technique in which promotional materials are delivered individually to potential customers via the potential customer's mobile multi-media device, mobile telephone or other mobile device. Examples of mobile direct marketing include the sending of Short Message Service (SMS), Multimedia Message Service (MMS) or Wireless Application Protocol (WAP) push messages, Bluetooth messaging and other marketing to mobile telephones or other mobile devices.

Mobile customer relation management is commonly considered as a combination of all the foregoing in a manner that establishes a long-term, engaging relationship between the customer and the marketing or promoting company.

The introduction of mobile telephones with sufficient connectivity enabled by, for example, broadband 3.sup.rd generation, wireless local area network (WLAN) and/or broadcast connectivity, such as Digital Video Broadcasting for Handheld (DVB-H), and with color screens and processing power has enabled the realization of providing television services to the mobile telephones and other mobile devices, which are now more accurately referred to as mobile multi-media devices. Providing such television services to mobile multi-media devices is generally known as mobile television.

There are basically only a few models of mobile television currently available (which are the same as those for broadcast television). One is free television which is typically paid for by advertisers whose advertisements are interspersed with the programming. Another is a pay television model wherein a subscriber pays for watching a television program or subscribes to a service or channel for a set time period. Combinations of free television and pay television are also available.

Regardless of which model of mobile television is used, the investment for building a mobile television network is relatively high. Therefore, mobile television is currently mostly available by paid subscription, i.e., a user must pay to obtain mobile television service, although there are advertisement and government subsidized channels. Another cost consideration for offering mobile television service is that in some areas, local legislation might require the mobile television operator to offer some or all of the same networks as in normal terrestrial, cable or satellite television.

In a typical broadcast television model in which programming is paid for by advertisers whose advertisements are interspersed with the programming, an advertisement model is generated to determine the cost for the advertisements. The advertisement model relies on predictions on the target audience of the television channel on which the program is being broadcast as well as on the target audience for the specific program that is being broadcast. Several companies, such as Nielsen Research, provide a target audience prediction service and an actual audience computation service to check the accuracy of the prediction in order to improve future predictions.

Advertisers often have concerns with the results of the target audience computations because there is a possibility that viewers might change channels to change the program being viewed and/or might not be watching the television while the advertisements are being broadcast.

These concerns, and others, results in a relatively low “cost per eye ball” or CPM (cost per million) for advertisements delivered via broadcast television. On the other hand, television programs which are statistically popular have large audiences and provide good advertising and marketing opportunities for advertisers.

SUMMARY OF THE INVENTION

The present invention utilizes direct marketing capabilities of a communications network to increase the value ascribed to a mobile television viewer by an advertiser in comparison to the value of a content viewer of traditional broadcasting in which advertisements are sent to all viewers.

In one embodiment of the invention, access to content for viewing and/or listening on multi-media devices is managed by coupling the devices to a broadcast system which processes requests from users for delivery of content to their devices and provides the content to the devices via a broadcast network, and also coupling the devices to a mobile advertisement system which generates revenue from delivery of advertisements to the devices. The broadcast system and the mobile advertisement system are integrated with one another to require exposure to advertisements as a condition for using the content. In this manner, the cost for delivering content to the devices can be offset by revenue generated by the delivery of advertisements to the devices, which is paid by advertisers.

The content may be television programs in which case, the broadcast system is a mobile television system, and the advertisements are of a form which is displayed to the viewers before, during or after watching the television programs.

BRIEF DESCRIPTION OF THE DRAWINGS

The invention, together with further objects and advantages thereof, may best be understood by reference to the following description taken in conjunction with the accompanying drawings, wherein like reference numerals identify like elements, and wherein:

FIG. 1 is a schematic of a mobile television broadcast system in accordance with the invention.

FIG. 2 is a schematic of a mobile advertisement system in accordance with the invention.

FIG. 3 is a schematic of a combined mobile television broadcast and advertisement system in accordance with the invention.

FIG. 4 shows one possible flow of messages in the combined mobile television broadcast and advertisement system in accordance with the invention.

DETAILED DESCRIPTION OF THE INVENTION

Referring to the accompanying drawings wherein the same reference numerals refer to the same or similar elements, FIG. 1 shows an exemplary arrangement of a mobile broadcast system in accordance with an embodiment of the invention. The mobile broadcast system can have a single content source or multiple, different content sources, of which two different content sources (A & B) 12 and 16 are shown. The content from content source 12 (and any other content sources) may be protected by a set of digital rights management (DRM) keys 14. Thus, the content source 12 is an example of content providing means for providing content and generating a DRM key. From content source 12, the content is fed to a broadcast network 2 via a broadcast management system 8 which typically generates an electronic service guide (ESG) for the services which are broadcast via the system. The broadcast management system 8 may also perform any necessary processing to enable delivery of the content from content source 12 to the desired broadcast destination, for example, transcoding and possibly Internet Protocol addressing needed to forward the content to the desired broadcast destination. Broadcast management system 8 is an example of broadcast managing means for managing delivery of the content from the content providing means to mobile means, e.g., a mobile terminal 6.

The broadcast network 2, when used to broadcast television programs, can be, for example, a DVB-H network. The broadcast network 2 comprises various broadcast components or elements such as Multiprotocol Encapsulations (MPE) and DVB-H transmitters (tx). Typically, there are several (10-50) television programs or streams which can be broadcast at the same time in each frequency allocated for the DVB-H.

The user's mobile multi-media devices, referred to as a mobile terminal 6, comprises a receiver (not shown) for broadcast television, such as a DVB-H receiver, and related software and hardware (not shown) for showing or displaying the received program on a screen (not shown) of the-mobile terminal 6. The mobile terminal 6 can be a monolithic terminal where all components are integrated in a single terminal or the mobile terminal can comprise separate parts which are connected together using wires or wirelessly (such as a separate DVB-H receiver and display screen). Mobile terminal 6 is an example of mobile means capable of presenting content and communicating.

Mobile terminal 6 may also include a cellular connectivity system (not shown) to enable various types of communications via a communications network 4 (for example, a cellular network). The cellular connectivity system may include a Global System for Mobile communications (GSM) transceiver, a 3.sup.rd Generation transceiver, a wireless local area network transceiver and related hardware and software, and combinations of these components. The cellular network 4 may be a corresponding GSM network, 3 G network, WLAN, or a combination thereof.

The content from content source 12, designated content A, may be provided free of charge to the mobile terminal 6 or be paid content, i.e., require payment in order to be provided to the mobile terminal 6. When content A is paid content, an account management system 10, which is operatively coupled thereto, is arranged to deliver keys 14 generated by the provider of content A or alternatively, creates associated keys itself. Cellular network & is used to deliver the keys to the mobile terminal 6, which are required in order to use the content A from content source 12. Account management system 10 also manages communications to and from mobile terminal 6 via the cellular network 4. Instead of delivering the DRM keys 14 to the mobile terminal 6 via the cellular network 4, it is possible to deliver the keys 14 using Bluetooth or WLAN or, for example, as a scratch card. The combination of the broadcast management system 8 and account management system 10 is an example of managing means for managing delivery of content to the mobile means, e.g., the mobile terminal 6, and communications to and from the mobile means, e.g., the mobile terminal 6.

In one embodiment, the cellular network 4 is used as a back channel from the mobile terminal 6 to the account management system 10 to pay for the subscription to the broadcast television service. For free content, such as content B from content source 16, there is no need for account management system 10 since no keys 14 need to be delivered to the mobile terminal 6 to enable display (viewing) of the content. Nevertheless, account management system 10 could be needed if the content from content source 16 requires “free” keys, which “free” keys could be provided to the mobile terminal 6 via the cellular network 4.

Referring now to FIG. 2, an advertisement management technique for mobile multi-media devices or mobile terminals in accordance with the invention allows any number of advertisers 18 to reserve, program and/or book advertising campaigns via a web interface from an advertisement management system 20. In a typical scenario, an advertiser 18 provides advertisement messages to the advertisement management system 20 in the form of data, text, pictures, audio, video, html, xml, xhtml, or any other form capable of being delivered and processed by the mobile terminal 6. Using the interface, each advertiser 18 would also be able to select when to send advertisements, the target group to which the advertisements are to be delivered, the format for delivery of the advertisements, a target price level of the advertisements, a target feedback level of the advertisements, demographics of the target audience, the duration of the advertisement campaign, and any other parameters relating to the advertising campaign.

Advertisers 12 can thus refer to a brand owner, a service provider, an advertisement agent, a merchant or any other party that wants to provide advertisements to consumers. Advertisements can be commercial, such as a product or service promotion, or non-commercial, such as a general information service notification.

Advertisement management system 20 includes a database (advertiser) 21 in which the advertisements provided by the advertisers 18 and related parameters of the advertising campaign selected by the advertisers 18 can be stored.

Advertising management system 20 can thus include a computer program which creates an-interface to enable advertisers 18 to design their advertising campaign, including the advertisements to be used and the delivery parameters thereof. The computer program can manage database 21 and allow the advertisers to update and otherwise manage their campaigns. The advertisement management system 20 thus is an example of advertisement managing means for enabling an advertiser to set rules for delivery of advertisements to each user, and the computer program included therein is an example of interface means for enabling an advertiser to set rules for delivery of advertisements to each user and for presenting advertisers with options for setting rules of an advertising campaign.

Advertisement management system 20 also includes a user (consumer) database 23 which contains profile information of the users having mobile terminals 6 which subscribe to the network. The profile information can be any information about the users including demographics, sex, purchase history, phone number, preferences, likes and dislikes, etc. User database 23 may be integrated with advertiser database 21 and they are not required to be separate elements as depicted in FIG. 2.

A processing element or software block (select and send) 22 is coupled to the user database 23 and to the advertiser database 21 and combines advertisers' preferences and the rules of the advertisers' advertising campaigns as stored in the advertiser database 21, and the data in the user database 23 to deliver advertisements to mobile terminals 6 via the communications network 4.

For example, an advertiser might want to send to all female users a message “Product A is good” on a Monday afternoon. In this process, the advertisement, i.e., the text “Product A is good”, delivery time and preferred target are programmed via a web interface by the advertiser or its representative into the advertising management system 20. The processing element 22 thus receives these parameters and the advertisement from the advertiser database 21 and identifies female users from the data in user database 23 and delivers the advertisements to them accordingly.

Referring now to FIG. 3, in one embodiment of the invention, the mobile television broadcast system shown in FIG. 1 is combined with the advertising management technique shown in FIG. 2 to provide a mobile television service network which can offer subsidized or free mobile television service as a result of receiving payment from advertisers to intersperse advertisements with the programs being delivered to users' mobile terminals. In this manner, the invention provides advertisement driven mobile television.

As shown in FIG. 3, this is implemented by a processor, processing unit or server, or software block “Combine and associate” 26 which operatively couples the advertisement management system 20 (described above with reference to FIG. 2) to the account management system 10 (described above with reference to FIG. 1). The processing unit 26 is also operatively coupled to the cellular network 10 and receives requests for viewing, and also possibly delivery, of television programs from the mobile terminal 6. The user of mobile terminal 6 may only need to request viewing of a television program if they have already received it, either via broadcast network 2 or other means.

The mobile television service in accordance with the invention can be implemented in several ways, some of which are described below. For paid content A to be delivered from content source 12 to the user's mobile terminal 6, or for previously obtained paid content A to be viewed on the user's mobile terminal 6, the user's mobile terminal 6 may be programmed to recognize that a key 14 is needed to access content A and then request a key 14 from the account management system 10. A request for a key 14 would be considered by account management system 10 to be a request to view a television program. The account management system 10 communicates with the processing unit 26, or possibly even directly with the advertising management system 20, to find out if the user and the content A could be sponsored by one or more advertisers 18. The advertiser or advertisers would sponsor delivery and viewing (display) of content A if it has not already been provided to the user's mobile terminal 6, or only viewing (display) of content A if it has already been delivered or provided to the user's mobile terminal 6. Sponsorship of content A is thus either sponsorship for delivery and viewing (display) of content A or sponsorship for only viewing (display) of content A.

A computer program in the account management system 10 and/or advertisement management system 20 could perform this analysis in order to determine whether content A is available for sponsorship and whether sponsorship of content A satisfies the parameters or rules provided by any of the advertisers 18. In the latter case, this may entail analyzing the data about the user of mobile terminal 6 and comparing the user's profile data to data provided by advertisers 18 for a target audience of an advertising campaign. Thus, the computer program in the account management system 10 and/or advertisement management system 20 is an example of analyzing means coupled to the managing means for analyzing requests for content relative to information about users of the mobile means in order to determine whether use of content by the users can be sponsored.

If the computer program determines that content can be sponsored for the user, the processing unit 26 forms an advertisement packet with embedded DRM keys in the advertisement, or otherwise associates the DRM key or keys with the advertisement. One possible embodiment is to send an advertisement with an interactive link. As the user clicks or selects the link, the DRM key is delivered to the user. Alternatively, there can be advertisements which are sent as a flash Short Message Service (SMS) at the same time (or before or after) the DRM keys are delivered.

The advertisement packet is delivered from the processing unit 26 to the user's mobile terminal 6 via the cellular network 4, or may also possibly be delivered via the broadcast network 2. The user's mobile terminal 6 receives the advertisement packaged with the DRM keys and is able to then open the content stream received from content source 12 via the broadcast network 2, i.e., a television program, after being exposed to the advertisement or in consideration for being subsequently exposed to the advertisement during or after viewing of a television program.

With this arrangement, the owner of content A agrees to its viewing (display) by the user of mobile terminal 6 and possibly also its delivery to the user's mobile terminal 6 in exchange for allowing one or more advertisements to be delivered to the user to enable use of the content A. Content A has thus become advertisement-paid content. Alternatively, the owner of content A may receive payment from advertisers who associate their advertisements with the DRM keys 14, these payments essentially being made on behalf of the user of the mobile terminal 6 receiving content A. This may be a direct or indirect payment from advertisers 18.

In one embodiment, advertisements are not required to be associated with DRM keys 14, but rather, a sponsorship message is delivered to the user's mobile terminal 6 with the content A. For example, when a user is determined to satisfy the criteria for an advertiser's campaign, content A is delivered to the user's mobile terminal with a direct marketing message such as “Content A is sponsored by Product X”. The processing unit 26 would thus deliver DRM keys 14 without packaging them with one or more advertisements.

In another embodiment, the users' feedback or response to advertisements sent before, during and/or after the mobile television broadcast is analyzed and that information is used to determine if the consumer will subsequently be provided with free or subsidized television programs. In this case, a user who provides certain responses could be rewarded with free or subsidized television service and would not necessarily be required to receive advertisements in order to enable access to the television programs.

In the context of this document, computer-readable medium could be any means that can contain, store, communicate, propagate or transmit a program for use by or in connection with the method, system, apparatus or device. The computer-readable medium can be, but is not limited to (not an exhaustive list), electronic, magnetic, optical, electromagnetic, infrared, or semi-conductor propagation medium. The medium can also be (not an exhaustive list) an electrical connection having one or more wires, a portable computer diskette, a random access memory (RAM), a read-only memory (ROM), an erasable, programmable, read-only memory (EPROM or Flash memory), an optical fiber, and a portable compact disk read-only memory (CDROM). The medium can also be paper or other suitable medium upon which a program is printed, as the program can be electronically captured, via for example, optical scanning of the paper or other medium, then compiled, interpreted, or otherwise processed in a suitable manner, if necessary, and then stored in a computer memory. Also, a computer program or data may be transferred to another computer-readable medium by any suitable process such as by scanning the computer-readable medium.

Several computer programs resident on computer-readable media may be used in the invention. One computer program manages access to television programs for viewing on multi-media devices capable of viewing television programs obtained, for example, via a broadcast network and communicating, for example, via a cellular network. This computer program may be resident on a server which integrates a mobile television system such as shown in FIG. 1 and a mobile advertisement system such as shown in FIG. 2. The computer program may thus obtain data about the users of the devices (usually performed by the mobile advertisement system), receive requests from users for delivery of television programs to their devices (usually performed by the mobile television system), and analyze the data about the users and the requested television programs to determine whether delivery of the television program to each user can be sponsored. This latter step may be performed by a processor or an integration unit (e.g., the processing unit 26 as shown in FIG. 3) which interacts with the mobile television system and the mobile advertisement system. The processing unit 26 effects delivery of at least one advertisement (from the mobile advertisement system) to that user's device if the delivery of the television program to a user can be sponsored.

The devices should be programmed or otherwise arranged to present the advertisement to the user in conjunction with viewing of the program. For example, when a DRM key is required to view the program, the computer program processes requests from users for delivery of DRM keys and arranges for delivery of DRM keys upon request. In one embodiment, the computer program packages advertisements and DRM keys in a packet and delivers the packet to the devices.

The computer program may be the same as or different than the computer program which manages communications to and from the devices, e.g., via a cellular network.

As part of the integration with the mobile advertisement system, the computer program may be arranged to generate an interface which enables advertisers to set rules for delivery of advertisements to the users. The computer program would then analyze the data about the users and the requested television programs to determine whether delivery of the television program to each user can be sponsored, i.e., determine if each user satisfies rules set by any of the advertisers. If not, the computer program could be designed not to provide any advertisements to the users devices with the television programs. On the other hand, the computer program would cause one or more advertisements to be delivered to the users' devices to be viewed when viewing the television program.

The computer program may also be arranged to monitor each advertiser's sponsorship of delivery of television programs to users and bill the advertisers for their sponsorship of delivery of television programs to users. It could store advertisements and set rules provided by advertisers in a database and data about the users in the same or another database, and determine if each user satisfies rules set by any of the advertisers by accessing the first and second databases.

Referring now to FIG. 4, an exemplary message flow in the system shown in FIG. 3 is illustrated. Initially, there is a message A from the user's mobile terminal (MT 6) to the account management system 10 indicating that the user will start, is about to start or has started to watch a specific, potentially sponsored television channel. The message can refer to a specific message originating from the mobile terminal 6 containing information about which channel is being watched (i.e., which message generation can be performed by an application or computer program in the mobile terminal 6) or the message can refer to a request to download DRM keys associated with the particular television channel or possibly a particular television program on a specific channel.

This initial message from the mobile terminal 6 will trigger a further message B from the account management system 10 to the advertisement management system 20, if the initial message was sent to the account management system 10. As an alternative, the initial message may be directed from the mobile terminal 6 directly to the advertising management system 20, thereby consolidating messages A and B.

In one embodiment, there is an answer to message B from the advertisement management system 20, namely message C, indicating that it is appropriate to deliver DRM keys and/or indicating the parameters of the DRM key. These parameters might include one or more permitted watching times, an expiration time of the delivered, sponsored DRM keys and date of the delivered sponsored DRM keys, and possibly other parameters relating to use of the television program.

Upon receipt of message C, account management system 10 will deliver keys to the mobile terminal 6, for DRM related content, this being message D. For free content and a mobile terminal 6 having an application or computer program which sends information to account management system 10, there is not necessarily any communication from account management system 10 to the mobile terminal 6, since DRM keys are not needed to watch the television program. The message D from account management system 10 to the mobile terminal 6 might initiate, or be the result of, a scheduling process in the advertisement management system 20. This scheduling process could state parameters and timing of the advertisement(s) to be sent to mobile terminal 6, i.e., messages E and F, and/or parameters and timing of advertisements to be presented to the user at their mobile terminal 6, independent of and following the delivery thereof. The parameters and timing of the delivery of the advertisements may be relative to delivery of the DRM keys to the user's device, relative to the start of use of the television program by the user's device, relative to use of the television program, and/or relative to a duration of validity of the DRM keys.

Thus, one example of the scheduling of advertisements could be the sending of a flash SMS-based advertisement from advertisement management system 20 every fifteen minutes after the delivery of the DRM keys to the user's mobile terminal 6 or sending an advertisement every fifteen minutes after the user's mobile terminal 6 indicates that the user is watching the television program for which the DRM keys have been provided.

Another example of the scheduling of advertisements could be to always send one advertisement immediately after delivery of the DRM keys in order to ensure that the user is really watching the display of the mobile terminal 6.

Yet another example of the scheduling of advertisements could be to initiate the scheduling process to send a MMS message to the users every thirty minutes after receiving an indication that a specific television channel is being watched.

Another example of the scheduling of advertisements could be to send a logo to be embedded-into the television channel to be used after receiving a message that that television channel is being watched. The advertisement in this case is the display of the logo on the television program being watched on that channel.

Still another example of the scheduling of advertisements could be the sending of an advertisement in a periodic manner, a predetermined or random period, for the duration of the validity of the DRM keys. This embodiment enables an advertisement or promotional campaign including for example, delivery of a monthly subscription to users for free, and then sending a daily message to each user of the type “Remember to watch channel xx it is sponsored to you by product yy” or “You still can watch channel xx for 25 days, thanks to product yy”.

The term “DRM keys” as used herein can refer to content protection in which the actual content viewing and/or rendering and/or storing to a mobile terminal is restricted and/or controlled by DRM keys. The term “DRM keys” can also refer to transport protection in which the keys enable reception of Internet Protocol packets, for IP traffic being arranged to be secured by means such as IP security. Alternatively, the term “DRM keys” can refer to conditional access keys used to decrypt transport stream packet and related data of the DVB transmission.

The term “broadcast” can also include cellular broadcast using for example Multimedia Broadcast Multicast Service (MBMS) over Wideband Code Division Multiplex Access (WCDMA) or using technologies such as Digital Audio Broadcast (DAB), ISDB-T (Integrated Services Digital Broadcast Terrestrial), MediaFlo of Qualcomm, FM radio, RDS functionality of FM radio, satellite broadcast, Wireless local area networks, etc, and other networks capable of delivering television, video, audio, and/or other digital data (like files, applications, software, pictures, maps, location information, tags about the locations) to mobile terminals.

The term “television program” is generally used above. However, the scope of the invention is not limited to television programs. The invention can be used also in a similar manner as described above to allow access to, for example, television channels, movies if considered distinct from television programs, a set of television channels, a bundle of television channels, a bundle of television programs such as episodes of a common program, satellite radio systems, DAB radio, FM radio, systems delivering data, systems delivering applications, systems delivering data for applications such as browsers, system delivering map data for map applications, systems delivering video, systems delivering audio and combinations thereof. This listing is not meant to be exhaustive but only illustrative, and the scope of the invention is meant to include any content which is deliverable to a multimedia device. All of the foregoing will be considered and encompassed by the term “content” as used herein.

From the business model point of view content provider, broadcast network operator, access network operator, advertisement system operator, DRM keys provider, the advertiser may or may not be a single party having a business interest, ownership, control of one or more of the blocks of the system. One example of such could be that the DRM keys are provided to consumers by an advertiser which has purchased those first from content owner(s).

Having described exemplary embodiments of the invention with reference to the accompanying drawings, it will be appreciated that the present invention is not limited to those embodiments, and that various changes and modifications can be effected therein by one of ordinary skill in the art without departing from the scope or spirit of the invention as defined by the appended claims. 

1.-20. (canceled)
 21. A method, comprising: receiving, by a processor, from a device, a request for content; selecting, based on user profile information, an interactive advertisement for delivery to the device; delivering the content and the interactive advertisement to the device; and sending at least one key to the device, wherein the at least one key enables the device to render the content based on user interaction with the interactive advertisement.
 22. The method of claim 21, further comprising: receiving, from the device, feedback in response to the interactive advertisement; receiving a second request from the device for additional content; and determining that access to the additional content can be provided based on the feedback in response to the interactive advertisement.
 23. The method of claim 21, wherein the user interaction includes detecting a selection of a link in the interactive advertisement.
 24. The method of claim 21, wherein the user interaction includes playback of the interactive advertisement on the device.
 25. The method of claim 21, further comprising: receiving feedback from the device when the content is being rendered; and in response, sending one or more periodic advertisements to the device.
 26. The method of claim 21, wherein the at least one key is sent to the device before the delivery of the content.
 27. The method of claim 21, further comprising: packaging the interactive advertisement and the at least one key in a packet, wherein the packet is delivered to the device.
 28. An apparatus comprising: a processor; a display; and a memory having instructions stored therein, which, when executed by the processor, cause the processor to perform operations comprising: send, to a content server, a request for content; receive, from the content server, the content and an interactive advertisement; and obtain at least one key, wherein the at least one key enables the processor to render the content based on interaction with the interactive advertisement.
 29. The apparatus of claim 28, wherein the interaction includes playback of the interactive advertisement.
 30. The apparatus of claim 28, wherein the interaction includes detecting a selection of a link in the interactive advertisement.
 31. The apparatus of claim 30, comprising further instructions that cause the processor to: send feedback to the content server corresponding to the selection of the link; send a second request to the content server for additional content; and receive access to the additional content based on the feedback.
 32. The apparatus of claim 28, comprising further instructions that cause the processor to: detect the interaction with the interactive advertisement; and in response to detecting the interaction, render the content on the display.
 33. The apparatus of claim 28, comprising further instructions that cause the processor to: receive one or more advertisements from the content server; and render the one or more advertisements when the content is being rendered.
 34. The apparatus of claim 33, wherein the one or more advertisements are rendered periodically.
 35. A non-transitory computer-readable medium containing instructions that, when executed by a processor, cause the processor to: receive, by the processor, from a device, a request for content; select, based on user profile information, an interactive advertisement for delivery to the device; deliver the content and the interactive advertisement to the device; and send at least one key to the device, wherein the at least one key enables the device to render the content based on user interaction with the interactive advertisement.
 36. The non-transitory computer-readable medium of claim 35, further comprising: receive, from the device, feedback in response to the interactive advertisement; receive a second request from the device for additional content; and determine that access to the additional content can be provided based on the feedback in response to the interactive advertisement.
 37. The non-transitory computer-readable medium of claim 35, wherein the user interaction includes detecting a selection of a link in the interactive advertisement at the device.
 38. The non-transitory computer-readable medium of claim 35, wherein the user interaction includes playback of the interactive advertisement on the device.
 39. The non-transitory computer-readable medium of claim 35, further comprising: receive feedback from the device when the content is being rendered; and in response, send one or more periodic advertisements to the device.
 40. The non-transitory computer-readable medium of claim 35, wherein the at least one key is sent to the device before the delivery of the content. 